Nevada Looking For PR Firm To Increase Canadian Tourism

The Nevada Department of Tourism and Cultural Affairs is seeking a PR Agency to raise awareness of the State as a premier leisure and cultural tourism destination.

Background

The Department is comprised of four (4) agencies:

The Division of Tourism

The Division of Museums and History (DMH)

The Nevada Arts Council (NAC)

The Nevada Indian Commission (NIC).

The Division of Tourism serves as the State’s consumer-focused travel marketing organization to promote statewide visitation, resulting in an increase in revenue for Nevada’s communities. The Division of Tourism is funded entirely by lodging tax revenues, so driving overnight visitation is critical to the Division’s ability to continue to market the State and ensure long-term sustainability. The State of Nevada Purchasing Division, on behalf of the Division of Tourism, is seeking proposals from qualified vendors to provide International Office Sales & Public Relations Representation in Canada.

The Division of Tourism has representative offices in ten (10) countries. These markets are:

Canada;

Mexico;

U.K.;

Germany;

France;

Brazil;

South Korea;

Australia;

China;

India.

This Request for Proposal (RFP), seeks an interested firm to represent the State of Nevada as a travel destination to Canadians, particularly in the western provinces (British Columbia, Alberta and Saskatchewan). The Division of Tourism is seeking a sales, marketing and public relations agency.

The awarded vendor must possess a strong understanding of working with the Canadian traveler and tour agencies as well as branches of the U.S. Commercial Service and consulates in key cities. The awarded vendor must also provide creative marketing solutions to help Nevada retain its unique position as a key driver of Canadian visits to the U.S.

The awarded vendor will work closely with other State of Nevada agencies including:

SCOPE OF WORK

The awarded vendor will be expected to fulfill the following tasks in cooperation with the Division of Tourism:

Develop an annual Canadian market-specific strategic plan.

The plan should include goals for the overarching program including:

Sales;

Marketing and public relations; and

Tactical programs and activities that accomplish the goals.

The plan also should include a market brief that provides the economic overview of the country, as well as,

Traveler demographics;

Market growth;

Competitor analysis; and

General issues regarding the Canadian travel market.

Coordinate and host a minimum of one (1), potentially two (2), in-market visits as identified in the Program Deliverables and Annual Plan, (refer to Section 3.1.1.1) including:

An annual mission by a State of Nevada tourism delegation [up to twelve (12) persons] and potentially one (1) additional visit by the key Division of Tourism staff contacts and State government elected officials [up to four (4) persons] per year.

The activities for each visit will be mutually agreed upon, but may include:

Schedule travel trade appointments and media interviews/visits;

Schedule meetings with the U.S. Commercial Services and Consulates;

Develop special events that help showcase the Nevada tourism product;

Organize and schedule at least one (1) Sales mission per year for Nevada partners;

Organize and schedule at least one (1) media FAM trip per year. This can be a group trip or individual media visit;

Secure media relations opportunities for Tourism staff to meet with local business and travel media; and

Schedule staff trainings for key travel agencies and tour operators.

Contact on a regular basis, travel agencies, tour operators and airlines that sell the State of Nevada or have the potential to develop new product.

Provide training sessions either in person or via the Internet that showcase Nevada’s appeal to the Canadian market.

Organize and host a minimum of two (2) tour operator familiarization (FAM) trips to Nevada:

One (1) in conjunction with the Global Tourism Summit in the Fall;

One (1) during a key-time period the remainder of the year; and

Represent Nevada at identified trade shows in key Canadian markets and other events, especially those hosted by the U.S. Commercial Services or Brand USA on behalf of the State of Nevada. Develop the booth and other materials required for a brand compliant trade show presence.

Work with receptive operators in Los Angeles, San Francisco and other western gateway cities to raise awareness of Nevada and its potential for Canadian travelers.

Conduct media relations outreach.

Ensuring that Nevada is covered by the Canadian travel and lifestyle media is a critical component of the marketing program.

Consumer fulfillment will be done only as part of a mutually agreed upon appearance at a consumer travel show.

During the duration of this contract, needed collateral materials include:

Travel trade brochure(s);

General travel trade press-kit – specific press releases and social media posts will be developed throughout the year; and

General travel agent/tour operator training sessions and any associated hand-outs.

Create and maintain a Nevada website that matches the brand imagery and general messaging for the Nevada tourism experience. Develop social media channels and drive positive conversations about Nevada tourism.

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